1. Don’t be annoying and self-serving: “I admire persistence, but the tone of your emails suggests that you are more focused on solving your problem (finding leads for your product) than mine.”
2. Don’t be impersonal: “Your pitch doesn’t reflect any knowledge about me personally and what I might already know from past experience.”
3. Build a reason for the customer to make time: “Simple repetition is not a strategy.”
4. Provide information about yourself: “Don’t make me work hard at trying to figure you out.”
Now, don’t get me wrong—Chad’s objections shouldn’t be read as a rejection of email prospecting as a whole. You might have come across quite a few comments out there recently about the “death of email” and might be thinking to yourself, “Well, if CEO’s are feeling burned by unsolicited emails, maybe I should drop that rout all together and focus on prospecting solely through LinkedIn.”
But all that buzz about email being dead is looking very premature. Email isn’t going anywhere as a prospecting tool, at least not in the near future. In fact, it’s a potent part of the Triple Threat outreach strategy: social media (to establish your influence), phone or voice mail (to establish your tone), and email (to present your data). That means you need a refined and focused strategy for each outreach method.
Check out this great whitepaper written by AG Salesworks, Email Guide for Sales Prospecting Success. I especially like their subject line recommendations and email formatting. But they forgot my big recommendation – writing a P.S. at the end of each email.
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Josiane Feigon is author of Smart Sales Manager and the best-selling Smart Selling on the Phone and Online. She is a pioneer, maverick, and visionary in the inside sales community. A 20-year veteran of the industry, she is the founder of TeleSmart Communications. Since 1994, this San Francisco-based solutions provider has been a leader in developing inside sales teams and managers. Josiane is recognized among the Top 25 Most Influential Inside Sales Professionals and as a leading expert on inside sales team and management talent. Her thought leadership blog is ranked in the Top 50 Sales blogs by SalesCrunch. Connect with her on Twitter and YouTube!